Don’t Cook Tonight, Call Chicken Delight! The History of a Classic Fast Food Slogan

The jingle “Don’t cook tonight call Chicken Delight!” is one of the most iconic and memorable slogans in fast food history. This catchy phrase helped make Chicken Delight a household name during the chain’s heyday in the 1960s and 70s. In this article we’ll take a nostalgic trip back in time to explore the origins and impact of this classic advertising slogan.

The Birth of a Legendary Slogan

The story begins in 1952 when Chicken Delight was founded in Illinois by entrepreneur Al Tunick. After experimenting with deep fryers purchased from a restaurant going out of business Tunick stumbled upon a method for cooking juicy fried chicken quickly in hot oil.

Realizing the potential of this cooking technique for fast food, Tunick began opening small Chicken Delight take-out and delivery joints. However, it was the brilliant “Don’t cook tonight” slogan that really propelled the new chain to fame when it appeared in marketing campaigns in the late 1950s.

With more women working outside the home after World War II the slogan tapped into a growing need for convenient home meal options. The phrase encouraged customers to let Chicken Delight do the cooking so they could relax and avoid the hassle of cooking dinner. It was an appealing message that made the brand stand out from competitors.

Soaring Success in the 1960s

The ploy worked incredibly well. Chicken Delight had grown to over 1,000 locations by the 1960s, thanks in large part to TV and radio ads with the slogan. At the time, it was the biggest chain of its kind in North America.

People could eat in, take out, or have delivered the tasty fried chicken, pizza, ribs, fries, and more. But the slogan “Don’t cook tonight, call Chicken Delight” was always what people thought of and what brought them in.

For busy families, calling Chicken Delight for dinner became a regular routine across America and Canada. The jingle was absolutely ubiquitous, cementing itself as a pop culture icon of the era.

Changing Times in the 1970s

However, the 1970s brought challenges for Chicken Delight. Competition from bigger chains like KFC and McDonald’s ate into market share. Quality control issues across franchises also damaged the brand’s reputation.

In the early 1970s, Chicken Delight’s parent company, Consolidated Foods, stopped all operations in the United States after a major legal battle in which the company lost its franchise contract system. The Canadian wing of Chicken Delight purchased the remaining U. S. assets in 1979.

Even though people still remember “Don’t Cook Tonight,” it wasn’t as popular as it used to be as Chicken Delight shrunk. That being said, the slogan was already in the hall of fame of great fast food messages.

Legacy of an Unforgettable Slogan

Today, though Chicken Delight is just a small fraction of its former size, the “Don’t cook tonight” slogan remains one of the most iconic phrases in the history of the fast food industry. For a generation who came of age in the 60s and 70s, it evokes nostalgic memories of a revolutionary era in American dining.

The brilliance of the slogan is that it focused on the customer pain point Chicken Delight solved – the burden of cooking dinner – rather than just the food itself. It encouraged a behavior rather than simply touting a product.

So next time you don’t feel like slaving in the kitchen, think of that catchy Chicken Delight jingle that still resonates with so many decades later. Don’t cook tonight, order in, and enjoy a delicious meal from the comfort of your home. The slogan may be retro, but the convenience is timeless.